CASE STUDY EMPIRE

1. Case Studies: Empire

2. The masthead ‘Empire’ is in
a clear bold white sans-serif
typography that connotes
simplicity, clarity and purity.
The main image is Harley Quinn
(played by Margot Robbie), a
character from the Warner Bros.
Picture, Suicide Squad. Robbie is
using direct mode of address
with a baseball bat and a gun in
her hand which connotes that
the main image is confident,
dangerous and daring.
Underneath masthead is the
name of the character of the
character in a slant ‘MEET
HARLEY QUINN!” in a black sans
serif typography that is
highlighted in a graffiti effect hot
pink which connotes femininity,
playfulness and charming which
is characteristics of the main
character.
Main cover-line in a bold edgy sans-serif
typography with the letters filled in, this
connotes innocence, purity and
goodness which could be considered an
oxymoron as the film is about dangerous
super-villains who are evil. The main
cover-line reads ‘Suicide Squad’ which is
the film the character features in and
underneath the main cover-line is a
short snappy subheading in white
simple sans-serif typography “Psychos.
Killers. Freaks. Here to save the world.”
of what the film could be about.
Above the masthead is the topline.
’30-PAGE OSCASRS PREVIEW INSIDE’
in a bold sans serif hot pink typography
which creates a house-style with other
films that audiences may enjoy ‘The
Danish Girl’ ‘Black Mess’ which is in a
white sans-serif typography which
could increase audience attraction .
Barcode at the bottom right third
to identify each issue purchased

3. Representation
• Harley Quinn is represented as a strong
playful confident woman but, dangerous and
mysterious with her stance and her mode of
address. Her two ponytails with pink and blue
re-inforce Quinn’s childish and playful
characteristics. Quinn’s revealing outfit
connotes that Quinn is confident and
seductive. However, her love for the Joker
represents that she can be very submissive
and weak.

4. The masthead ”Contents” is a
white sans serif typography
that is outlines in a bold red
which connotes energy,
awareness and power.
Underneath the masthead is
dateline in a simple black serif
typography which connotes
simplicity, elegance and
authority but, also to let the
audience know which
monthly issue the magazine
is.
The company name is the topline,
above the masthead to increase
recognition. ’Empire’ is in a bold
black, sans-serif typography that
connotes elegance, mystery and
formality.
The page numbers are in
large white serif typography
that connotes purity,
elegance and class.
The main image is of Anne
Hathaway who is in an a black
blacker and black dress which
connotes elegance, sophistication
and poise. However, in contrast, the
handcuffs on her wrist represent
danger and restraint which could
suggest that Hathaway has done
something bad.
The featured articles are in a
bold red sans serif
typography that connotes
strength, power and creates
attention. Underneath the
featured articles are
descriptions of what the the
featured articles could entail
in a white serif typography.

5. Competitions on the website
subtitles – Win Headphones,
Free drinks at a bar, small
summer vacations etc. which
would also help increase
audience participation
The company name ‘Empire’ in the
top right corner to help audience’s
know what website they are using
Awards is another subtitle that would
help create an active audience which
would mean audience participation
and interactivity.
Large landscape mid-shot
main image of the latest
popular film “Hustlers” –
help attract readers to
read articles/reviews on
the latest film. Star rating
is a simple and effective
way to attract audiences
to see whether Empire
recommends the film.

6. Institution
Empire is a monthly British film magazine
Published by Bauer Consumer Media of Hamburg based Bauer Media Group who also publish magazines such as
Bella, Take a Break and TVChoice etc.
The first issue was released in July 1989 and a circulation of 123,004
Each issue is £4.80
Editor: Terri White
Empire reviews both mainstream films and art films but, features articles concentrate on the former
Empire also has a quirky feature in their magazine of asking celebrities silly or unusual questions such as “How Much
Is A Pint Of Milk?” – showing the celebrities contact with reality and possibly exclusive information

7. Audience
Empire’s target audience is ¾ male aged 18-40
Demographic ABC1 – Higher education (university educated)
Psychographics:
Explorers – As most of Empire’s readership seek adventure and want to watch new films with their friends and family
or possibly recommend new films to them
Strugglers – Most of Empire’s readership want to use the cinema as escapism and want to relax or insight into other
worlds or passionate about films
74% Employed
‘Empire’s job: We curate, we inform and we entertain, whenever and wherever our audience is’

8. Other examples